Please prepare for me a marketing outline based on topic: Opening of a coffee shop.
Please find below a copy of the original instructions for this outline.
1. Executive Summary
1.0 Give me an overview of your marketing plan.
2.Company Description
0.5 Tell me all about your company and what you will be doing.
3.Strategic Focus and Plan 1.0
a. Mission/Vision Statements
b. Goals – Give me two sets of goals – Financial and non-financial(should have numbers).
c. Core Competency and Sustainable Competitive Advantage
4. Situation Analysis 1.0
a. SWOT analysis
• Internal Strengths and Weaknesses: Management, Offerings, Marketing, Personnel, Finance, Manufacturing, and Research and Development (R & D)
Strengths – What makes your company strong?
Weaknesses – What could weaken your company?
• External Opportunities and Threats: Consumer/Social, Economic, Technological, Competitive, and Legal/Regulatory
Opportunities – What could make your company great?
Threats – Who are what could kill your company?
b. Industry Analysis How big is your industry? What are the high points?
c. Competitor Analysis Tell me about your competition. Who is your competition?
d. Company Analysis
e. Customer Analysis Who are your customers? What do they like?
5. Market-Product Focus 2.0
a. Marketing and Product Objectives What are your marketing and product objectives?
b. Target Markets Who is your target? Where do they live? Who do they look like?
c. Points of Difference
d. Positioning How will you position your product in the market?
6. Marketing Program 2.0
a. Product Strategy How will your product be placed in the market? Is it right for your market?
b. Price Strategy I want to know the price of your products. I want you to explain why you chose your prices. Are they realistic?
(i) Breakeven Analysis I want to see your breakeven numbers and formulas. I want you to choose three different prices. I would like to see graphs and charts.
c. Promotion Strategy How will you promote your company? T.V., direct mail, social media?
d. Place (Distribution) Strategy Where will you place your product in the market?
7. Financial Data and Projections 1.0
a. Past Sales Revenues – You will have to create past sales revenues. There isn’t a wrong answer here.
b. Five-Year Projections – I want you to formulate five years of numbers. Revenues, costs minus expenses.
8. Organizational Structure 0.5
Who is going to run your business? I want to see your structure.
9. Implementation 1.0
How will you begin to start your business? What are the steps? Idea to reality.
10. Evaluation and Control 0.5
How will you monitor your successes and failure? How will you change your company if you see it is going down the tube?
11. Bibliography
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